New releases offer new targeting options for brands

Two new advertising tools are set up to offer brands additional targeting options in the online space. The first, for the B2B sector bases targeting on technology and the other, for the consumer sector, integrates social with targeting options.

First, from Demandbase, a new targeting feature set up to help B2B brands based on the types of technology their leads are using. Called Company-Targeted Advertising, the tool allows B2Bers to personalize display ads based on the technologies being used by the potential customer.

"Our customers have seen the power of zero-waste advertising, driving a new level of relevance from their advertising strategies," said Chris Golec, founder and CEO of Demandbase. "We have always set out to empower marketers with a set of tools that provide actionable ways to connect with the prospects and customers most valuable to them. Demandbase Company-Targeted Advertising now gives marketers multiple ways to segment and target their audiences, with the precision they need to reach specific audiences and personalize the entire customer experience from start to finish, something that has never been available to B2B marketers before."

And from LocalResponse, the Desktop Intent Targeting tool which takes the social intent of the consumer into account when choosing relevant ads. So, consumers who may Tweet about a lipstick might be shown ads from the Health & Beauty sector while those Facebooking about a new game release would be served ads based on that segment.

"The breakthrough for marketers is that we are able to take a social signal expressed by a consumer and deliver a display ad against it. The fact that we are seeing 6X lift in performance over industry averages further validates our theory that a social signal is the strongest form of consumer intent," said Kathy Leake, president and co-founder of LocalResponse.

L'Oreal was an early adopter of the tool; their campaign netted click thru rates of 0.19%, well above company averages. According to LocalResponse the tool can lead to up to 6 times higher CTRs.